Expertise
Travel & Tourism SEO
As part of a 4-person team, I delivered content-led SEO across 30+ US tourism and attraction websites — this is direct, hands-on US-market experience, not a hypothetical fit.
What I own
- Multi-vertical portfolio delivery — sightseeing tours, ghost/history tours, watersports and excursions, museums, family entertainment, and iconic-destination sites.
- Booking-flow crawlability — keeping ticketing and booking pages, often built on faceted or parameter-heavy URLs, crawlable and indexable.
- Seasonal content planning — content built and indexed ahead of seasonal demand spikes, not reactively.
- WordPress management — technical and on-page SEO plus platform management across the full portfolio.
- Stakeholder reporting — regular performance reporting across a multi-site, multi-stakeholder US client relationship.
Worked example
Contributed to a flagship site profile of 674.8K estimated monthly organic traffic and 122.3K organic keywords (9.1K in the Top 3, 27.4K in the Top 10), SEMrush Authority Score 57 across 10.9K referring domains. Team-level scale, shown to convey the environment — not attributed to me alone. Read the full case study →
How AI search is reshaping travel discovery
A growing share of straightforward travel questions ("best time to visit X," "what's included in Y tour") now get answered directly inside AI Overviews or a chat assistant, without a click. That doesn't make content less important — it raises the bar for what earns the click that's left. The pages that keep winning combine real, specific detail an AI summary can't fully replace (exact logistics, honest trade-offs, what to actually expect) with the technical clarity and structured data that make that same detail easy for AI systems to find, extract, and cite. Original photography — genuinely taken at the location, not stock — is a real trust signal in a market full of templated tour listings.
Structured data for travel & tour sites
The schema that matters most here: TouristAttraction or Event for the experience itself, Product/Offer when a tour has a bookable price, FAQPage for the real questions travelers ask before booking, and BreadcrumbList to make the destination → activity hierarchy explicit. Getting this right does double duty: it supports rich results in traditional search and gives AI systems a clean, structured way to represent the listing accurately.
Related reading
For the underlying framework, see the guide: Travel & Tour SEO Guide.
FAQ
Travel & Tourism SEO — Questions
What's your direct experience with travel and tourism SEO?
Content-led SEO across 30+ US tourism and attraction websites as part of a 4-person team, spanning sightseeing tours, ghost/history tours, watersports and excursions, museums, family entertainment, and iconic-destination verticals.
Why is SEO different for travel and tour websites?
Travel sites combine seasonal demand, location- and activity-specific landing pages, and a booking flow that must stay crawlable — issues generic SEO playbooks often miss, particularly around faceted URLs on tour/ticketing platforms.
How is AI search changing travel SEO?
AI Overviews and chat-based assistants increasingly answer straightforward travel questions directly, which raises the bar for what a page needs to offer beyond a generic answer — specific, verifiable detail plus the structured data and clear entity naming that make a page easy for AI systems to cite.
What schema matters most for travel and tour sites?
TouristAttraction or Event schema for the experience itself, Product/Offer schema where a tour is bookable at a price, FAQPage schema for real traveler questions, and BreadcrumbList for the destination hierarchy.